Head of data, analytics, and marketing technology on the Inspire Brands account (Dunkin’, Sonic, Arby’s, Buffalo Wild Wings, Jimmy John’s, Baskin-Robbins). Part of Publicis pitch team awarded the consolidated media assignment, handling $600M+ in spend.

Led analytics and data strategy on the Dunkin’ account. Built media analytics and adtech solutions from the ground-up, and spearheaded personalization at scale.- Drove integrated audience strategy by developing brand-level segmentation underpinned by digital IDs, identifying segments’ financial value for investment prioritization, and orchestrating activation in-market across channels.- Led identity strategy and enablement of audience data platform (Epsilon PeopleCloud) aligning 1st and 3rd party data to an individual ID; used platform for insights, segmentation, planning, activation. - Transformed media analytics approaches by implementing measurement and attribution solutions to optimize 90% of media investment towards business KPI of incremental transactions.

Drove Bank of America media and advertising strategy, as analytics lead on Enterprise line of business.- Architected flighting, messaging, and targeting approach for financial education program’s annual communications plan by mining 1st and 3rd party data to identify key life and financial events.- Evaluated brand impact of enterprise marketing campaigns and sponsorships using brand tracker and lift studies.- Consulted on building analytics practice for enterprise-wide Content Center of Excellence, including recommended KPIs, technology partners, and operating model.

Part of agency team that guided Merrill Lynch through a brand and digital relaunch. Developed measurement strategy, designed structured testing plan, and collaborated with senior-level marketing stakeholders to socialize results across the business.

Hybrid brand planning and analytics role across Capella University and Great Wolf Lodge accounts.- Oversaw performance media analytics and optimization across both offline/ online channels, with a focus on new customer acquisition. - Created brand strategies designed to drive business impact. Experience included: brand repositioning, segment profiling, and consumer journey mapping.

Led analytics work across the Dunkin’, Great Wolf Lodge, and Capella University accounts. Enabled media measurement solutions, designed structured testing programs, and constructed growth strategies.

Ran analytics day-to-day on the TJX account (T.J.Maxx, Marshalls, HomeGoods), measuring the effectiveness of large scale integrated and digital media campaigns.

Contributed to strategic planning, managed market research, and analyzed customer data for Kraft Group businesses (New England Patriots, New England Revolution, and Patriot Place).